Opening the door to a first home
SRH Capital
A first home is never just a financial decision. It’s the first set of keys, the color you choose for the walls, the kids growing up inside it. SRH Capital is a capital company bringing credit options to first time owners and their families. I created an identity that starts from that emotion rather than from the numbers, bringing the ideas of community, housing and growth together in one brand.
The logo is built from three simplified houses, joined like neighbors into a single solid shape that holds the company’s initials. A slight slant adds depth, resulting in a bold form with strong recognizability. The palette leans toward the blue side of the color wheel, opposite the main competitors, giving SRH Capital a space of its own in the category. The visual language then moves inside the home, to the small moments that make owning one meaningful, so the brand feels as close as the life it hopes to help build.
